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Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Market Economy AGENDA Michael Porters Market Model The value.

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Presentation on theme: "Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Market Economy AGENDA Michael Porters Market Model The value."— Presentation transcript:

1 Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Market Economy AGENDA Michael Porters Market Model The value Chain Market Analysis Marketing Planning

2 Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Michael Porter’s market YOUR COMPANY Competitor B Competitor A Competitor C Competitor D The Invader Supplier ASupplier BSupplier CSupplier D Distributors The Market The Substitutes CUSTOMERS – END USERS

3 Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Michael Porter’s Five Forces: 1.Supplier Power 2.Buyer Power 3.Competitive Rivalry 4.Threat of Substitution 5.Threat of New Entry

4 Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ The Value Chain Supplier Company Distributor End User Value Creation

5 Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Market Analysis Research Who are the customers and the decision makers? Where are they – how many? (Demographicals) How much do they buy? (T/O in the market + trend) Any important market drivers? Competitors Suppliers Distributers + channels The value chain Analysis by MP5F + conclusions

6 Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Marketing Plan Execution Preconditions for starting sales. Activities to be concluded before going to market Ressources needed (heads, facilites etc.) Time schedule Budget Monitoring and adjustment systems

7 Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ This stuff is a central part of the business plan!


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